Cannes Lions

"SHACKLETON" TV PROGRAMME

HORIZON MEDIA , New York / A & E TELEVISION NETWORKS / 2002

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Overall the plan reached 70% of our Broadcast target audience at least three times. While it isn't possible to measure the quantitative impact of the Acura/SORC portion to the overall Shackleton effort, we feel that A&E's association with this prestigious event, elevates the network to an even higher level of visibility among high net worth individuals.Some of the hard to reach, world-class sailors in attendance at the event who were exposed to A&E and Shackleton included: Hasso Plattner (CEO of SAP), Jim Alsap (Head of North Sails), Ed Baird (Sailor in past America Cup competitions), Ken Read (Team Dennis Conner), Hamish Pepper (Team New Zealand), George David (CEO of United Technologies). The Acura/SORC event showcased A&E as the official broadcast sponsor, granting the network a number of great marketing opportunities:Shackleton Cocktail party for participants and guests.Screening of "The Making of Shackleton", an insiders look at the production of the great epic.Signage and logo presence throughout the event.Crystal Shackleton Award went to a crew member nominated by his Skipper for exhibiting greatest perseverance.Exposure in Daily Race Footage sponsored by A&E.Local/Miami television stations used A&E footage as part of final day coverage of the event.Penguin giveaway.All elements of the plan generated a 2.2% AA Household rating for the first night of the event, 57% higher than the network's benchmark for the time period. Shackleton (airing April 7th & 8th, 2002) is one of A&E's major original programming events of the year. It is the story of Ernest Shackleton's ill-fated expedition to Antarctica, and reflects the "new and evolving" face of the A&E network, targeting Adults 35-49, HHI $75M+. The plan, a compilation of National magazines, Network Radio, Cable, Out of Home, and Movie Advertising, was developed to generate strong tune-in among our new target audience. However, we in the Media Planning team felt that the program and story were so extraordinary, that it required a media platform that showcased the strength of the A&E production, among the elite of the sailing world. We felt these individuals would have an inherent understanding of Ernest Shackleton and empathy for his struggle. As a program with a machismo sailing sensibility, HMI needed to find the right venue to maximise the essence of the program. With the help of our magazine partner, Sports Illustrated, we teamed up with the Acura/Southern Ocean Racing Conference 2002 in Miami Beach, Florida, USA (06-10/03/2002) and were made the Official Broadcast sponsor of the event. This allowed A&E entree to the sailing world's "A list", who we felt would greatly appreciate the saga of Shackleton.It brings Shackleton to the creme de la creme of the sailing world. The authenticity of the story resonates among enthusiasts who tested first-hand the boundaries of competition and exploration. We feel that establishing a positive perception of Shackleton in this context, helps to provide a "halo" effect for A&E as it repositions itself to appeal to a younger and more affluent audience.It is an outstanding example of re-positioning the A&E brand among influencers. By using the resources and relationships of our print partner, Sports Illustrated, the network availed itself of this ideal opportunity. This cost A&E very little, only the willingness to be flexible and provide collateral materials.

Execution

Shackleton (airing April 7th & 8th, 2002) is one of A&E's major original programming events of the year. It is the story of Ernest Shackleton's ill-fated expedition to Antarctica, and reflects the "new and evolving" face of the A&E network, targeting Adults 35-49, HHI $75M+. The plan, a compilation of National magazines, Network Radio, Cable, Out of Home, and Movie Advertising, was developed to generate strong tune-in among our new target audience. However, we in the Media Planning team felt that the program and story were so extraordinary, that it required a media platform that showcased the strength of the A&E production, among the elite of the sailing world. We felt these individuals would have an inherent understanding of Ernest Shackleton and empathy for his struggle.

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